Title: Repositioning Public Parks and Recreation to Ensure a Viable Future
1Repositioning Public Parks and Recreation to
Ensure a Viable Future
- The Keys to Park and Recreations Future Viability
John L. Crompton
- www.rpts.tamu.edu/faculty/crompton.shtml
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6Marketing Myopia!
- Narrow, short-term thinking
7Gray and Greben, 1974
- Professional perspectives of parks and
recreation are activity centered. Definition in
terms of activities is unsatisfactory. - We should have discovered long ago the nature of
the business we are in, but we have notThe
critical questions are not, How many were there?
Or Who won? The critical question is, What
happened to Jose, Mary, Sam and Joan in this
experience.
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9What Business Are We In?
- Charles Revson
- In the factory we make cosmetics. In the store
we sell hope.
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12- Desire for social interaction with others
- A gain in prestige. The mastery of particular
skills may be regarded as a form of conspicuous
consumption, which brings forth peer group
recognition - Excitement
- Ego-satisfaction if achievement. A desire to be
successful - A desire for security To be part of a group
which gives connectedness to others, and a sense
of affection - A feeling of being important and having
responsibility Growth of self worth - Fantasy, illusion, offering temporary escape from
everyday activities - Relaxation. Mental relaxation which may be
obtained from hard or no physical effort - Acquisition of knowledge or satisfying curiosity
- Happiness
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14Why Do People Go Fishing?
- To
- Experience the outdoors
- Develop skills
- Pit wits with the fish
- Be with friends
- Share skills with others especially children
- Mental change and relaxation
- Escape from pressures of everyday life
- Take a trophy
- Get food
15Motivations For Fishing
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17- Desire for social interaction with others
- A gain in prestige. The mastery of particular
skills may be regarded as a form of conspicuous
consumption, which brings forth peer group
recognition - Excitement
- Ego-satisfaction if achievement. A desire to be
successful - A desire for security To be part of a group
which gives connectedness to others, and a sense
of affection - A feeling of being important and having
responsibility Growth of self worth - Fantasy, illusion, offering temporary escape from
everyday activities - Relaxation. Mental relaxation which may be
obtained from hard or no physical effort - Acquisition of knowledge or satisfying curiosity
- Happiness
18Despite Limitations, User Benefits Are Important
19- Desire for social interaction with others
- A gain in prestige. The mastery of particular
skills may be regarded as a form of conspicuous
consumption, which brings forth peer group
recognition - Excitement
- Ego-satisfaction if achievement. A desire to be
successful - A desire for security To be part of a group
which gives connectedness to others, and a sense
of affection - A feeling of being important and having
responsibility Growth of self worth - Fantasy, illusion, offering temporary escape from
everyday activities - Relaxation. Mental relaxation which may be
obtained from hard or no physical effort - Acquisition of knowledge or satisfying curiosity
- Happiness
2020 Occupations Projected to Have the Largest Job
Growth
21Despite Limitations, User Benefits Are Important
- Meet basic human needs
- Individual users are the primary advocates and
infantry in lobbying and referendums - Some recreation services are explicitly intended
to deliver only user benefits through enterprise
funds - The benefit chain of causality. Many
community-wide benefits accruing to society are
dependent on individuals receiving benefits
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24Implications of the Range of Benefits Continuum
25The Tax Support Downward Spiral
26Gray and Greben
We are turning control of our social enterprises
over to the accounting mind. The accounting mind
reaches decisions by a method in which
short-range fiscal consequences are the only
criteria of value. Recreation and park services
will not survive in that kind of environment.
Most of the great social problems that disfigure
our national life cannot be addressed in a
climate dominated by that kind of value system
27The Voluntary Exchange Conceptualization of
Marketing
28- User satisfaction is an inadequate measure of the
success of park and recreation agencies. Most
taxpayers are not users of most of our services,
so why should they support them? Need wider base
of support. - It is off-site benefits that count highest, not
on-site benefits.
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30- User satisfaction is an inadequate measure of the
success of park and recreation agencies. Most
taxpayers are not users of most of our services,
so why should they support them? Need wider base
of support. - It is off-site benefits that count highest, not
on-site benefits. - The fields sine qua non is that it performs a
necessary service for the community beyond
responding to the demands of particular user
groups
31Incongruency Associated with the User Benefits
Paradigm
32- The provision of leisure for its own sake still
lacks political clout. It has to show other, more
tangible returns, such as jobs, urban
regeneration, alleviating delinquency or
whatever, to be worth fundingOn its own it
sounds too flippant It carries real political
conviction only if advocated for other,
instrumental, reasons too. - Sue Glyptis Leisure and Unemployment
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34The Voluntary Exchange Conceptualization of
Marketing
35The Community Benefits Paradigm
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37Present Position
- Recreation and park provision is perceived to be
a relatively discretionary, non-essential
government service. It is nice to have if it can
be afforded.
38Reposition
- Position recreation and park services so that
they are perceived to be a central contribution
to alleviating the major problems in a community
identified by tax payers and decision makers.
39Positioning Implications
- Legislators political platforms represent
residents concerns - The challenge is not financial, it is political
- Some services will be discretionary Strategic
importance
40Public Recreation Challenges
- Emergence of non-profits
- Mega-church facilities
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42Public Recreation Challenges
- Emergence of non-profits
- Mega-church facilities
- Emergence of commercial sector involvement
- Home-based electronic entertainment
43The Economic Rationale for Urban Parks
- Regenerated working people so they would be more
productive workers - Attracted tourists who spent money in the local
economy - Raised property values and the property tax base
44Rationale for Urban Parks
- Public health
- Provided fresh air which counteracted miasmas
- Foster democratic equality
- Different classes mingle together while
strolling, picnicking, and croquet playing, thus
social homogeneity are nurtured - Social coherence
- Parks were incubators of safety and social order
they alleviated crime by strengthening local
pride and affection of the inhabitants for each
other
45Public Swimming Pools Rationale
- Pre 1890---Public baths no baths in houses
- Physical squalor cultivated moral delinquency and
citywide epidemics - Germ theory emerged
- 1890s---Athletics exercise, physical fitness
boom among urban middle-class - 1910-20---Alleviate delinquency among young
working class males by expanding their surplus
energy - 1920-30---Community, gender and class integration
- 1930-40---CWA and WPA unemployment relief from
heat and hard times for public and those who
built the pools - 1960s---Alleviate juvenile crime and rioting
(hydrants) - Today?---Alleviate drowning? Leisure literacy?
46Public Recreation
- Alleviate juvenile crime among young males
encourage civility and civic responsibility
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48- In a letter dated April 30, 1909, President
- William Taft wrote to the Playground
- Association of America I do not know
- anything which will contribute more to the
- strength and morality of that generation of
- boys and girls compelled to remain part of
- urban populations in this country than the
- institution in their cities of playgrounds.
49- Playgrounds, if abundant and properly located,
equipped and managed, make the neighborhood more
orderly, clean and better - A policeman of the east side said, the
playground has solved the juvenile problem for
us. We have none now, for the children are off
the streets. - Hartford, CT 1912
50Benefits Related to Economic Prosperity
- Attracting tourists
- Attracting businesses
- Attracting retirees
- Enhancing real estate values
- Reducing taxes
- Stimulation of equipment sales
51Benefits Related to Environmental Sustainability
- Cleaning water
- Controlling flooding
- Cleaning air
- Reducing traffic congestion
- Reducing energy costs
- Preserving biological diversity
52Benefits Related to Alleviating Social Problems
- Reducing environmental stress
- Community regeneration
- Cultural and historical preservation
- Facilitating healthy lifestyles
- Alleviating deviant behavior among youth
- Raising levels of educational attainment
- Alleviating unemployment distress
53Relationships Among Different Categories of
Benefits
54Credibility of the Evidence
- we have come a long way in essentially less
than a half-century and have much to be proud
ofIn fact, few areas of scientific inquiry have
realized such advancements in so short a time. - Driver, 1999
55- Critics who argue there is inadequate evidence to
support the potential contributions of these
benefits are wrong. There is strong enough
empirical support for all of the benefits listed
to justify their advocacy in formulating policy.
56- We are not identified with major problems which
confront our total American Society which is a
deep concern and disappointmentThe field
should focus park and recreation services on the
great social problems of our time and develop
programs designed to contribute to the
amelioration of those problems. - Gray and Greben, 1974
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58- The big idea associated with repositioning is
that funds are invested in solutions to a
communitys most pressing problems. The term
investing suggests a positive, forward-looking
agenda with a return on the investments. Elected
officials usually have no mandate to fund
programs their mandate is to invest resources
into solutions.
59Four Positioning Axioms
- Axiom 1 Formulate a position statement
- How the agency wants to be identified in the
publics eyes. What business are we in? - The Benefits are Endless
- Discover the Benefits
- The Fun Experts
- Providers of the Good Things in Life
60- Economic Prosperity
- Lifelong Learning
- Investing in Youth Our Greatest Asset
- Step Up to Health Healthy Communities Start in
Parks - Healthy by Nature
- Greener, Cleaner, Safer, Stronger
- Healthy Lifestyles, Liveable Communities It
Starts in Parks
61Healthy Parks, Healthy People
- The position communicates two principal health
themes - The role of Parks Victoria in keeping the
environment healthy by addressing such core
public concerns as enhancing air quality,
enhancing water quality, and alleviating
flooding. - The physical and mental health benefits accruing
to state residents using the parks.
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64Four Positioning Axioms
- Axiom 1 Formulate a position statement
- Axiom 2 - Agencies do not position services,
stakeholders do - Bilingual connecting with their priorities
65Connecting with Business Stakeholders
- Investment in parks and recreation, not tax
subsidy - Not greenways or trails, but green
infrastructure - Amenities that are attractive to knowledge
workers, not park and recreation facilities - Not natural areas, but low maintenance areas
66- Midnight Basketball?
- Youth Enrichment Program
- Department of Recreation, Park, and Tourism
Sciences
67Four Positioning Axioms
- Axiom 1 - Formulate a position statement
- Axiom 2 - Agencies do not position services,
stakeholders do - Axiom 3 Positioning is a relative rather than
an absolute concept
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69Four Positioning Axioms
- Axiom 1 - Formulate a position statement
- Axiom 2 - Agencies do not position services,
stakeholders do - Axiom 3 - Positioning is a relative rather than
an absolute concept - Axiom 4 - Focus
- Only a small number of positions should be used
- Communicate with messages that are consistent,
persistent, and tightly focused
70- Unfortunately, even as late as the 1970s
recreation and parks professionals attempt to
remain all things to all people. - Gray and Greben, 1974
71- In the ages of the sound bite, focus is
everything. The message has to be pervasive and
insistent.
72- Consider
- Positioning reflects peoples beliefs and value
systems which are hard to change - Agencies are not very agile
- Thus
- The time frame for accomplishing repositioning is
likely to be relatively long (i.e., 10 years not
1 year)
73Four Repositioning StrategiesHow to get from
Position A to Position B
74Real Repositioning
- Development of new services or restructuring
existing services so they better contribute to
addressing the issue expressed in the desired
position.
75Four Repositioning StrategiesHow to get from
Position A to Position B
76Associative Repositioning
- Aligning with other organizations that already
possess the desired position, and acquiring some
of this position from the association.
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78How to get from Position A to Position B
Four Repositioning Strategies
79Psychological Repositioning
- Changing stakeholders beliefs about the outcomes
which emanate from the services an agency offers,
so they better align with the desired position.
80The Process of Psychological Repositioning
81Testimonial Evidence
- Opinion leaders within the community
- Leaders from other communities (direct or
vicarious) - Independent experts
82The Process of Psychological Repositioning
83Change Value Perceptions
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85- Texans per capita annual investment in state
parks was 2.43, which ranked Texas 49th among
the 50 states. The comparative figures for Texas
neighbors were Arkansas 11.00, Louisiana 3.40,
New Mexico 10.59, and Oklahoma 11.89. - In 1990, Texas investment in state parks was
0.31 of the states total budget in 2002 it was
0.08. The percentage declined every year from
1990 to 2002. - In FY 2002, Texas state parks generated 32.6
million from their operations. This represented
61.25 of total operating expenses and ranked
Texas 6 among all states on this ratio. - If the self-generating revenue is deducted from
the total operating expenses then the states net
investment in operating its park and recreation
facilities is 0.03 (three hundredths of one
percent) of the states total annual budget and
less than 1 per state resident per year.
86Decline in the NYC Parks and Recreation Budget
Relative to Budget Changes in other Departments
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93The Process of Psychological Repositioning
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95Aligning with the Prevailing Schemata and
Nomenclature
- The council rejected a proposal to commit 1.5
million to purchase 150 acres of land for a youth
athletic field complex. They recognized the need,
but it was not a high enough priority. - Recently an indoor special events center was
constructed by the local university. - The athletic complex was repositioned and
represented to the council as an outdoor special
events center. Data were presented showing the
economic impact of tournaments attracting
300-1,000 participants each weekend, year round.
It was supported by - Hotel/Motel Association
- Restaurant Association
- Convention and Visitors Bureau
- Chamber of Commerce
- The council approved purchase of the site, in
part using bed tax funds
96Effective Vocabulary in Psychological
Repositioning for Parks and Conservation
- Water clean water, preserving water quality
- Protect wildlife habitat not endangered
species, which is more polarizing - Natural areas avoid open space cf. empty
space of no benefit to people urban space cf.
an abandoned lot or bench among big buildings - Hiking, biking and walking trails not trails
attaching uses to it makes it more resonant - Creating parks and other places where children
can play safely not neighborhood parks or
playgrounds - Protecting quality of life and carefully planned
areas not sprawl, unplanned growth, or
reducing sprawl - Our and We imply ownership and inclusion e.g.,
WE need to protect OUR beaches, lakes, and
natural areas - Protect natural areas for future generations
- Talk about ourselves as conservationists not
environmentalists
97Four Repositioning StrategiesHow to get from
Position A to Position B
98Competitive Repositioning
- Altering stakeholders beliefs about what an
agencys competitors do. - Opportunity cost of investments made to others.
- Deposition challenge the authenticity and
legitimacy of another agencys claims trying to
demote them. - Danger of backlash, sensitivity third party.
- Likely to engage in associative repositioning
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100Competitive Repositioning
Can Police Solve the Juvenile Crime Problem?
Clearance rate of juvenile crimes 20 But
one-third are not reported, so effective
clearance rate 14 One-third of those
charged are acquitted or dismissed, so percentage
convicted 9-10 Approximately one-half of
those convicted are not incarcerated, so those
incarcerated 5
101- Part of the problem of doing a cost-benefit
evaluation analysis of the program is that you
cannot measure what didnt happen. We save
lives, but how can you measure a shooting that
didnt occur because the kid was in this program? - Reco Bembry, Seattle PRD
102Change in the Number of Serious Gang-Related
Offenses Committed in Fort Worth in One Year
103Change in the Number of Serious Gang-Related
Offenses Committed in Fort Worth in One Year
104Return on Fort Worths Investment
- Assume the 152 fewer major crimes would have been
committed by 100 young people - Cost of incarceration for one year at
43,000/year 4.3M - Assume they would have been incarcerated for 10
years 43M - Cost of program to Fort Worth taxpayers was
677,699 - Return on every dollar invested by the city was
64 (43M / 677,699)
105Results of an Experiment Showing the Impact of
Repositioning Strategies
106What Have We Gained?
- Better understanding and appreciation of the
significance of parks and recreation by
stakeholders and professionals - Stronger justification for the allocation of
public funds to parks and recreation - Clearer guidelines for service prioritizations
- Enhanced pride in the profession
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109Presentation available at
- http//www.rpts.tamu.edu/faculty/crompton/crompton
-recent-presentations.shtml